Syllabus

Title
1666 Growth Hacking
Instructors
Ing. Miriam Boubachta, MA, Assoz.Prof PD Dr. Ulrike Kaiser
Contact details
ulrike.kaiser@wu.ac.at, miriam.boubachta@theventury.com
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/14/22 to 09/18/22
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Selected Topics in Marketing I
Selected Topics in Marketing II
Selected Topics in Marketing III
Selected Topics in Marketing IV
Current Challenges in Digital Marketing I
Current Challenges in Digital Marketing II
Current Challenges in Digital Marketing III
Current Challenges in Digital Marketing IV
Current Challenges in Digital Marketing V
Dates
Day Date Time Room
Thursday 10/06/22 09:00 AM - 12:00 PM D2.0.392
Thursday 10/13/22 09:00 AM - 12:00 PM D2.0.392
Thursday 10/20/22 08:30 AM - 12:30 PM D2.0.392
Thursday 11/03/22 09:00 AM - 12:00 PM D2.0.392
Thursday 11/17/22 09:00 AM - 01:00 PM D2.0.392
Thursday 11/24/22 09:00 AM - 12:00 PM D2.0.392
Thursday 12/01/22 09:00 AM - 12:00 PM D2.0.392
Thursday 12/15/22 09:00 AM - 12:00 PM D2.0.392

On this page:

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Contents

A growth marketer’s job is to explore and test growth experiments across all marketing channels and along the whole funnel of a business. The methodology of growth hacking is relevant to almost any industry, and to both start-ups and corporates. For example, if you have a mobile app, you might be looking for ways to increase the monthly install rate, if you have an e-commerce shop, the challenge is to increase the shopping basket volume, if you are working for a charity, the goal is to grow the number of regular donors. In this course you will acquire basic knowledge and skills in the data-driven process of growth hacking. More generally, the course covers concepts and practical tools in digital marketing, in particular content marketing, social media marketing, and web design. This is an applied project-based course. Students are expected to contribute actively throughout the semester, both in class as well as between classes. After the kick-off sessions, you will work on a growth marketing challenge. While we expect students to have interests in digital technologies and tools (e.g., google analytics, landing page builders, etc.) no previous knowledge in programming or data anlytics is required.

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Learning outcomes

After completing the course, students will have gained some proficiency in the method and process of growth marketing. Furthermore, students will be familiar with a set of concepts and practical tools not only relevant to growth hacking, but to digital marketing in general. In particular, students will have acquired knowledge in

  • identifying and analyzing a growth challenge
  • digital marketing metrics (click-through-rate, conversion rate, etc.)
  • the data-driven process of rapid experimentation across various digital channels
  • content marketing
  • working with google analytics
  • practical marketing tools (e.g., persona analysis, social media marketing tools, landing page builders, etc.)

In addition you will have developed your professional skills in creative thinking, ideation, giving and receiving feedback, and working in teams.

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Attendance requirements

Participation in all sessions is mandatory. You are allowed to miss 20% of all class hours, however, full attendance is highly recommended.

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Teaching/learning method(s)
  • Self-study (reading and own researches of articles, blogs, and e.g. video tutorials)
  • Lectures and in-class discussions
  • Project work and team presentations
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Assessment

Your grade will be the sum of the following components (max. 100 points)

  • Literature quiz: 30 pts 
  • Project work: 60 pts 
  • In-class participation: 10 pts

Grades are as follows:

90 pts or more: 1 (= excellent), 80 pts or more: 2 (= good), 70 pts or more: 3 (=satisfactory), 60 pts or more: 4 (= sufficient), 59 pts or less: 5 (= fail).  

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Prerequisites for participation and waiting lists

This course is part of the portfolio of elective courses of the Master of Science in Marketing program at WU. The course imparts in-depth knowledge in one or multiple selected specialized fields of marketing. The course builds on a strong foundation in marketing knowledge and skills which students acquire during the first year of WU's MSc Marketing program (this first year comprises 62.5 ECTS credits in total).

For MSc Marketing students, the successful completion of the following courses is a prerequisite for the admission to this elective course:

  • Management by Experiments (5 ECTS)
  • Marketing Analytics (7.5 ECTS)
  • Digital Marketing (5 ECTS)

Additionally, MSc Marketing students are prepared for this elective course by taking courses in the following fields during their first year:

  • Global Marketing Strategy (5 ECTS)
  • Qualitative Insights (5 ECTS)
  • Consumer Psychology (5 ECTS)
  • Consumer Value Management (5 ECTS)
  • Retailing & Sales (5 ECTS)
  • Business Modelling & Innovation (5 ECTS)

Moreover, this elective course builds on 45 ECTS credits in business administration which students had completed in order to be admitted to WU's MSc Marketing program.

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Recommended previous knowledge and skills

Interest in digital marketing and entrepreneurship, open to learn new software tools.

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Availability of lecturer(s)

E: ulrike.kaiser@wu.ac.at

 

Last edited: 2022-11-29



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